The Digital Advertising Alliance releases new guidelines for mobile icon use

If you’re collecting data through any kind of mobile advertising, The Digital Advertising Alliance (DAA) would like you to abide by a set of new rules. Okay, not new exactly – more like tightened up rules for the sake of consistency.

The Ad Marker Guidelines define minimum dimensions for the icon on mobile screens, as well as establishing dimensions for the touch area that should activate the icon. When users touch the icon on a mobile screen, the Guidelines also set forth what information and options may be displayed. This practical guidance, formed with input from a wide variety of companies and organizations, was created to present a consistent privacy experience to consumers.

That’s a lot of information for one small button but it’s not so bad on your standard banner ad. Trouble is, the DAA would like to see this icon used on all forms of mobile advertising including rich media. That could get messy.

Ironically, ad networks are all trying to go “native”. It’s all about creating ads that fit seamlessly into the user experience so they want to click and experience what a brand has to offer. Many of the most effective ads (dare I say) trick us into clicking because of the way they’re placed or because the content feels natural. If I’m flipping through the virtual pages of Vogue magazine and see a make-up tutorial I’m going to click because it’s helpful even if it was sponsored by L’Oreal.

Once I’ve clicked, I know there’s a good chance I’m going to see more ads from L’Oreal, maybe even a localized ad telling me about a make-up event in my area. I’m okay with that.

I know that in the larger world, the idea of a third party collecting and using my mobile phone data feels creepy and invasive but it’s the price we pay for convenience. Yes, people should have the ability to opt out if they want to but do we really have to have that option attached to every ad on my phone? The screen is crowded enough. And when was the last time you actually clicked on one of those icons to change your preferences?

In the grand scheme, it’s probably a good idea to abide by the new DAA creative rules. It shows customers who care that you care and that’s worth it in good karma points. Will it prevent people from seeing your ads? I highly doubt it. Anyone have a stat on that?